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CLICK TO EDIT MASTER TITLE STYLE
Tracking MBOs in GainsightAligning Your Team’s Activities with Business Outcomes
Chris BeavenGainsight
#Pulse2017
Kriss Kross
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Strategy Frameworks
Driving Retention
Driving Expansion
Landing New Business
Key Takeaways
AgendaI’ve hidden 90
nineties references in this presentation. Can
you spot them all?
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Demonstrate the value you deliver to your customers to promote adoption,
advocacy, and growth
DEMONSTRATE
ValueBuild a consistent, effective customer
journey through one-to-many strategies and high-impact, timely
one-on-one interactions
OPERATIONALIZE
Customer Lifecycle
Build a customer-focused organization by improving cross-functional
coordination and measuring impact
ENABLE
Cross-functional Visibility
Make it easy to spot and act on opportunities for growth and
candidates for advocacy
DRIVE
Expansion & Advocacy
Proactively identify signs of customer risk and collaborate cross-
functionally to address issues
MANAGE
Customer Risk
5 Pillars of Customer Success
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Churn
Understanding the Financial Levers of your Business
Renewal
Upsell
New Business
Starting Portfolio
Ending PortfolioRetain - Win
Land
Expand
Retain - Save
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1. Churn2. Renewal (Save/Win)3. Upsell (Expand)4. New Business (Land)
1. Implementation TTV/SAT2. Usage Data3. Health Score4. NPS/C-SAT5. Qualified Leads (CSQL)6. Advocacy Events (CSQA)
1. Onboarding & Launch2. Driving Adoption3. Resolving Risk4. Holding EBRs5. Identify Opportunities6. Driving Advocacy
Lagging Outcomes Leading Indicators Activities
Connecting Activities to Business Outcomes
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Time Frames and Organizational Levels
ORG. LEVELTIME FRAME
Lagging Outcomes
Leading Indicators
Activities
YEAR OVER YEAR/
QUATERLY
QUARTERLY/MONTHLY
MONTHLY/WEEKLY
VP/DIRECTOR
DIRECTOR/MANAGER
MANAGER/INDIVIDUAL
CONTRIBUTOR
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Goals for Performance Targets
•Aligned – with the financial goals of your company
•Focused – based on the most important metrics for your business
•Accurate – minimizes outliers and the feeling of "chance”
•Representative – reflects the hard work the team is doing
•Achievable – achievable for everyone on the team
•Aggressive – pushes the team to improve performance over time
•Actionable – ability to proactively manage performance in real time
•Predictable – ability to forecast results a quarter in advance
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Bonus Composition
Individual Target (60%)
Renewal Predictor (20%) Upsell Predictor (20%) New Business Predictor (20%)
Habits
Target: 1 point per 5 eligible customers (per quarter)
Qualified Leads (CSQLs)
Target: 1 CSQL per 5 eligible customers (per quarter)
Advocacy(CSQAs)
Target: 1 CSQA per 5 eligible customers (per quarter)
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RETAIN
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Habits & Deployment
A. Health Scores (point for moving Habits into Lime or Green)
• Pros: easy to communicate• Cons: not granular enough
B. Change in Deployment & DAU% (point for +/- 10% change)
• Pros: aligned with reality• Cons: hard to calculate & communicate; too much focus on deployment
C. % Change in DAU & Product Scorecard
• Pros: most targeted metrics; solves healthy customer problem• Cons: TBD!
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EXPAND
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©2017 Gainsight. All Rights Reserved.©2017 Gainsight. All Rights Reserved.
Customer Success Qualified Leads
A. Opportunity Attribution
• Pros: aligned with Sales workflow• Cons: inconsistent attribution
B. Manual CTA & Linked Opportunity
• Pros: consistent attribution to CSM• Cons: “beat them to the punch” syndrome
C. Milestones for Key Activities (e.g. AE & new exec, SKO, SBC)
• Pros: focus on the right kinds of expansion• Cons: decoupled from opportunity
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LAND
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Customer Success Advocacy Events
• CSQA Definition:
• Sales References• Case Studies• Webinars• Speaking Engagement (Pulse, Dreamforce)• Referrals• Repeat Purchaser• NEW: Participation in Sales meetings*
• One Point per CSQA
• Opportunity for Double Points (e.g. new use case testimonials)
• Track Using Milestones
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Dashboard for Quarterly Targets
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Dashboard for Quarterly Targets
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CSQA & CSQL Reports
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©2017 Gainsight. All Rights Reserved.©2017 Gainsight. All Rights Reserved.
Key Takeaways
• Start with the data• Keep it simple• Think about how the metric communicates• Iterate, but maintain consistency• Ask for feedback
Resources•Learnings From a New CS Team Manager (Webinar)•How Our VP of Customer Success Runs the Team (Webinar)•How to Compensate CSMs (Webinar)•Reach out to your CSM or attend Admin Office Hours
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THANK YOU
©2017 Gainsight. All Rights Reserved.
#Pulse2017